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1 day ago7 min read

Stop Blending In! How to Build a Pet Business Brand That Stands Out and Attracts Clients


Does your pet business feel like it’s blending into the crowd?

We know how frustrating it can be when you feel like your brand isn’t standing out. With so many dog walkers, pet sitters, dog trainers, and petpreneurs out there, making an impact in a saturated industry can feel like an uphill battle.

But here’s the thing: A strong brand is your ticket to being noticed by the right clients—and yes, it goes way beyond just a cute logo.

At Pet Marketing Unleashed, we believe that your brand is the heartbeat of your business. It’s what makes you unforgettable and draws in the pet parents who resonate with your unique style and values. So, I sat and recorded an interview with Cagney, one of our talented brand designers, to talk about how to build a brand that turns heads and fills your client roster with ease!


LISTEN TO THE PODCAST EPISODE NOW:


Subscribe & download the episode to your device:  Apple Podcasts  |  Spotify |  YouTube


What Is Branding Really? (Hint: It’s Not Just a Logo)


Yes, a logo is part of your brand, but it’s only a tiny piece of the bigger picture. At its core, branding is about curating a vibe—an emotion, a feeling, an experience that makes your pet business unforgettable.

As Cagney puts it: "Branding is curating a vibe. You do it in your home, in your wardrobe—and your business should be no different. It’s about how colors, fonts, messaging, and every touchpoint work together to create a cohesive experience."

Think about Nike. Their swoosh logo alone doesn’t motivate you to just do it. It’s their entire brand experience—the bold design, the inspiring messaging, the consistent vibe across every platform—that makes you feel something. And that’s what you want for your pet business: a brand that resonates with your ideal clients at every single touchpoint.



How Can Pet Businesses Set Themselves Apart with Branding?


The pet industry is saturated. In many cities, pet owners have countless options—local pet sitters, dog walkers, or even Rover and Wag. In the past, simply branding yourself as a professional local provider was enough to stand out. But now? You need more.

Here are some examples specific to pet businesses:

  • Leverage Your Background (e.g. vet tech experience)

  • Highlight Certifications (e.g. Fear Free, Pet CPR)

  • Provide Memorable Experiences (e.g. One of our clients provides Polaroids of the pets after every visit)

  • Niche down into specialized services (e.g. senior pets or anxious pets)

Ultimately, it’s not enough to say, “I care for pets.” Every pet sitter cares for pets. You need to focus on the how and why you’re different—and communicate that across every brand touchpoint.

If you're looking to dive deeper into this, check out Episode 4 of The Pet Marketing Unleashed Podcast, where we chat with Michelle Kline from DogCoLaunch about the power of niching down.



The Power of Colors and Fonts in Pet Branding


Colors and fonts aren’t just decorative elements—they’re powerful tools that can evoke emotions, set expectations, and reflect your brand’s core values.

Colors carry symbolism, even if we don’t always consciously acknowledge it. Just like red means stop and green means go, our brains naturally categorize colors and associate them with specific feelings.

The same applies to fonts. The right font can convey adventure, luxury, or calm—each contributing to the overall perception of your brand.

Here are some real-world examples from some of our pet business brand clients of how colors and fonts can be used strategically.


Examples of Color and Font Strategy in Action


Timber & Co. As a pet care brand based in the Pacific Northwest, they were attracting clients who love outdoor adventures with their dogs. Their branding needed to appeal to this outdoorsy, younger audience.

  • Color Palette: Earthy greens and bold tones that reflect nature and adventure.

  • Fonts: A mix of bold, adventurous typefaces reminiscent of national parks and hiking trails.

The result? A brand that feels like an invitation to explore the great outdoors with your furry companion.


Timber and Co. brand guide showing their fonts and brand color palette.

 

Shady Spring Pet Retreat offers a serene getaway for pets on a sprawling 17-acre property. Their brand needed to communicate relaxation, safety, and southern charm.

  • Color Palette: Light, muted earthy tones that are easy on the eyes and evoke a sense of calm.

  • Fonts: Elegant and refined with subtle nods to southern hospitality.

The result? A brand that feels like a peaceful retreat for pets, offering a sense of calm to both pets and their owners.

Think about the last time you were drawn to a new trendy restaurant or a beautifully packaged product. It likely wasn’t just the food or the item itself—it was the entire experience, from the interior design to the font on the menu.

The same concept applies to pet care businesses. When your branding is cohesive, it creates an experience that draws in your ideal clients.


Shady Spring brand guide showing their fonts and brand color palette.

How to Create a Logo That Tells a Story


Creating a logo for a pet care business goes beyond simply using a paw print or a dog image. The goal is to craft a design that tells a story and reflects the brand’s values.


Focus on Storytelling and Symbolism

The process begins with understanding the business name and tagline. Elements from these can be incorporated into the design to add meaning.


For example:

  • Paws and Claws: The logo uses dog paws for "paws" and cat claws for "claws," tying the two animals together in a playful, meaningful way.

  • Wakefield Pets: A subtle heart shape in the logo, made from a dog’s nose, reflects the tagline "Your Partner in Pet Care" and honors the owner’s late dog.


 Not Every Brand Needs an Illustration

Sometimes, a simple, text-based logo or subtle details are enough to communicate the brand’s message. Avoid the trap of overly literal representations like paw prints, which may not always align with the brand’s vision or audience.

Keep Your Logo Flexible for Growth

As businesses evolve, logos should be adaptable. Adding too many pet species or services can complicate a design and create scalability issues.

Common Mistakes to Avoid in Pet Business Branding Projects


1. Personal Preferences vs. Target Audience

While it’s tempting to design your brand based on personal preferences, ensure it aligns with your ideal clients’ expectations. For example, a luxury pet care business should avoid cartoonish logos that may not convey the high-end service.

2. Overcomplicating the Logo

logos need to be simple for scalability. If it’s too detailed, it may lose clarity when resized, like when it's used on your website or social media profiles.

3. The Dangers of Using Overused Templates

Beware of template-based logos or "Canva logos" that might be used by multiple businesses. These logos lack uniqueness and can harm brand recognition in the long run. Opt for custom designs that reflect your brand’s story and values.

4. Brand inconsistency post launch

One of the most common mistakes we see is inconsistency in branding after the initial launch. When your branding is uniform across all platforms—whether it's your website, social media, or marketing materials—it creates a clear and professional identity that clients can rely on. That means only using the colors and fonts provided by your designer, on ALL touchpoints across your branding. This helps:

  • Builds Trust

  • Strengthens Identity and recognition

  • Improves Marketing

  • Aligns Your Team

By maintaining brand consistency, you make it easier for clients to connect with your business and build long-lasting relationships.


Tips for Effective Collaboration with Your Brand Designer


To make sure the process goes smoothly and you end up with something you love, here are some of Cagney's best tips for successful collaboration:

  1. Be Specific with Your Feedback: When we submit designs, don’t be afraid to tell your designer exactly what’s not working for you—and why. 

  2. Fill Out the Brand Questionnaire with Love: The more detailed you are in filling out your questionnaire, the better your designer can understand you. You’re the expert on your pet business, so the more the designer knows, the more they can craft something that truly represents it.

  3. Speak Honestly and Openly: It’s easy to shy away from sharing concerns or questions because you might not want to hurt anyone’s feelings. But honestly? Your designer should want you to feel completely comfortable!

  4. Trust the Designer You Work With: You’re trusting your designer with something incredibly personal—your brand! So, it’s so important that you feel comfortable and heard throughout the entire process. You want someone who will listen and work with you, not just for you.

  5. Remember, It’s a Collaboration: At the end of the day, this is a partnership. While your designer is the expert in design, you’re the expert in your business. Together, you both can create something that feels authentically you and takes your brand to the next level.

Cagney’s Best Piece of Advice to Prepare for a Successful Branding Journey


It's crucial to get clear on two things: your ideal clients and your business goals. Without this clarity, you risk creating a brand that doesn't resonate with your target audience or help you reach your business objectives.

Start by brainstorming the types of clients who are the best fit for your business. This reflection will help guide your branding decisions and make them more strategic.

A helpful exercise is filling out a well-thought-out branding questionnaire, which forces you to evaluate your business, goals, and ideal clients in detail. Many business owners find that answering these questions on our brand questionnaire not only helps with branding but also gives them clarity on other areas of their business.

Ready to start your branding journey?


At Pet Marketing Unleashed, we specialize in designing brands that capture your unique essence, connect with your ideal clients, and make you stand out in the pet care industry. Whether you’re just starting or need a rebrand, we’re here to help.

Book your Branding Day today, and let’s start creating something amazing together.


Links Mentioned:


Cagney, smiling in a pink sweater holding a colorful rainbow pillow for her podcast episode discussing, "How to Build a Pet Business Brand."


Links Mentioned:


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